Modélisation de la structure sociale des groupes de discussion sur Internet: Implications pour le contrôle du marketing viral

Abstract

Nous analysons la structure des interactions informationnelles dans les groupes de discussion sur Internet. L'observation de réseaux sans échelle de variance infinie, validée ici empiriquement pour la première fois, confirme un potentiel de contagion interpersonnelle par l'information important, quoique imprévisible. Les fondements économétriques des méthodes de prévision classiques sembleraient donc mis en question.

Keywords

Internet bouche-à-oreille marketing viral groupes de discussion loi de puissance réseau sans échelle

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